Ulumiyah, Saidatul (2026) Pengaruh Atribut Produk dan Electronic Word of Mouth (E-WOM) pada Tiktok terhadap Keputusan Pembelian Produk Smartphone OPPO Series A di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Rapid developments in the smartphone industry have led people to be more selective when considering a smartphone before making a purchase. Changes in the lifestyle of modern society, which is now heavily reliant on smartphones, have made them an essential tool for facilitating everyday activities. This study was conducted with the aim of determining the impact of product attributes and electronic word of mouth (E-WOM) via TikTok on consumers’ purchasing decisions regarding OPPO A-series smartphones. The sample in this study consisted of 100 respondents who had used an OPPO A Series smartphone and had previously encountered information, comments, or reviews related to the product on TikTok. Data were collected through a Google Form questionnaire distributed to residents of Surabaya via social media platforms. The sampling method employed was purposive sampling, which involves selecting respondents based on predetermined criteria that align with the objectives of the study. The analytical technique used in this research was Partial Least Squares (PLS). The variables examined included Product Attributes (X1) and Electronic Word of Mouth (X2) as the independent variables, and Purchase Decision (Y) as the dependent variable. The research findings indicate that product attributes influence purchasing decisions. The higher the product attributes offered by a brand, the more likely consumers are to make a purchase. Meanwhile, Electronic Word of Mouth (E-WOM) via TikTok also influences consumers’ purchasing decisions; the better the information disseminated via TikTok, the more likely consumers are to choose a smartphone from the OPPO A series.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Saidatul Ulumiyah | ||||||||
| Date Deposited: | 20 Jul 2026 06:49 | ||||||||
| Last Modified: | 21 Jul 2026 00:52 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56534 |
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